Claudia Elisabeth Henninger, Panayiota J. Alevizou and Caroline J. Oates
This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing…
Abstract
Purpose
This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms.
Design/methodology/approach
Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC.
Findings
The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages.
Research limitations/implications
This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched.
Practical implications
Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice.
Originality/value
This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.
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Amira Mukendi and Claudia Elisabeth Henninger
Currently, fashion rental is suggested as being a way to bring about sustainability in the fashion industry. Although there has been some success for brands in this space, as of…
Abstract
Purpose
Currently, fashion rental is suggested as being a way to bring about sustainability in the fashion industry. Although there has been some success for brands in this space, as of yet fashion rental remains a niche form of consumption. This study aims to uncover consumer perspectives of fashion rental to identify opportunities for developing a fashion rental business that meets the needs of current consumers.
Design/methodology/approach
This is a qualitative study utilising semi-structured interviews combined with brainstorming and drawing exercises. Interviews were conducted with 17 women and three men.
Findings
Findings indicate that considerations around fashion rentals are utilitarian in nature focussing on functional benefits rather than more hedonistic ones. A spectrum of products that people would be most interested in renting is given.
Research limitations/implications
Although the study invited male and female participants, the sample is more female-heavy, which may reflect the fact that women tend to be more open to alternative modes of consumption.
Practical implications
An important implication is that asking consumers to rent clothing requires a significant change in mindset. Brands need to ensure that their services “make sense” for the consumer to consider it as a viable alternative to purchasing new clothing.
Originality/value
This paper proposes a spectrum of fashion items that consumers may be interested in renting; this aims to help brands develop services that meet consumer needs.
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Claudia Elisabeth Henninger, Panayiota J. Alevizou, JiaoLin Tan, Qiwen Huang and Daniella Ryding
The purpose of this paper is to explore Chinese consumers’ motivations to purchase luxury fashion products in the UK and how far sustainability plays a role in the decision-making…
Abstract
Purpose
The purpose of this paper is to explore Chinese consumers’ motivations to purchase luxury fashion products in the UK and how far sustainability plays a role in the decision-making process, by extending the consumer typology of translators, exceptors, selectors. The authors further add an additional dimension to defining “luxury”.
Design/methodology/approach
An exploratory design utilising multiple qualitative research tools (semi-structured interviews, focus groups) provides the basis for this research. A grounded analysis was applied.
Findings
Findings map motivational drivers to purchasing luxury products and establish a fourth consumer type “indulgers”. Well-being further emerged as a key characteristic that defines “luxury”.
Research limitations/implications
The sample size is limited to Chinese consumers purchasing luxury fashion in the UK, and thus may not be generalised.
Practical implications
This research helps managers to understand the consumer types and underlying motivations of Chinese consumers purchasing luxury fashion in the UK. As one of the largest target groups, this research informs managers on how to further capitalise on this market.
Originality/value
This paper creates a new consumer typology that not only categorises consumers according to their consumption aspects, but further identifies their underlying motivations to do so.
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Claudia Elisabeth Henninger, Nina Bürklin and Kirsi Niinimäki
The purpose of this paper is to explore swap-shops, which emerged as part of the collaborative consumption phenomenon, by investigating what the implications are of consumers…
Abstract
Purpose
The purpose of this paper is to explore swap-shops, which emerged as part of the collaborative consumption phenomenon, by investigating what the implications are of consumers acting as suppliers and how this affects supply chain management within the context of the fashion industry.
Design/methodology/approach
This study explores the collaborative consumption phenomenon through swap-shops in three countries: the UK, Finland and Germany. In-depth semi-structured interviews were conducted with swappers, non-swappers and organisers. To further enhance the data set six observations of swap-shop events were conducted. Data were transcribed and analysed using multiple coding cycles and using a grounded research approach.
Findings
Findings indicate that consumers were most concerned with availability/sizing and quality of garments, whilst organisers felt uncertainty was the biggest issue. Data allowed creating a framework that blueprints the swapping supply chain, in which consumers emerge as suppliers. It highlights possible activities in different cycles, whilst furthermore indicates that consumption cycles can move from monetary (e.g. selling) to non-monetary transactions (e.g. swapping) and vice versa.
Practical implications
Swapping as a relatively new fashion supply mode implies a fluidity of market roles. Disruptive business models can blur boundaries between the supply- and demand-side. This indicates that consumers can change “roles” multiple times as they go through the consumption cycle.
Originality/value
The authors extended the knowledge on swapping by describing how this phenomenon can activate consumers, and extend and intensify the use of garments and therefore swapping can slow the material throughput in the system. It is the first paper to focus solely on swapping within a three country context.
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Songyi Yan, Claudia Elisabeth Henninger, Celina Jones and Helen McCormick
This research investigates sustainable knowledge from a consumer perspective, thereby focussing on the issue of microfibre pollution (MFP) within the context of the athleisure…
Abstract
Purpose
This research investigates sustainable knowledge from a consumer perspective, thereby focussing on the issue of microfibre pollution (MFP) within the context of the athleisure wear industry.
Design/methodology/approach
This research is exploratory in nature and supports its findings with 15 in-depth semi-structured interviews with consumers who have an invested interest in athleisure wear and have either a fashion or a textile science background.
Findings
The results provide an insight into how different types of knowledge influence one another and which ones can act as barriers to acting more sustainably and more specifically in reducing MFP.
Research limitations/implications
Although the sample size is relatively small, participants were selected carefully to have different backgrounds and lifestyles, thus, providing valuable insights that can be explored further in the future.
Practical implications
Communication is a key issue that has been identified and which needs to be carefully addressed by providing both quantity and quality.
Originality/value
This research identifies interlinks between different knowledge types and potential barriers that need to be overcome in order to act more sustainably.